Billabong ▼ -0.005 | PPR ▼ -1.25 | American Apparel ▲ +0.019 | The Buckle ▼ -0.38 | Columbia - 0 | Deckers Outdoor ▼ -0.22 | Dicks ▼ -0.61 | Foot Locker ▼ -0.48 | Genesco ▼ -0.26 | Iconix Brand Group - 0 | Jarden Corp ▼ -0.46 | Nordstrom ▼ -0.18 | Luxottica ▲ +0.39 | Nike ▲ +0.47 | Pacific Sunwear - 0 | Skullcandy - 0 | Sport Chalet - 0 | Urban Outfitters - 0 | VF Corp ▲ +0.47 | Quiksilver ▼ -0.027 | Zumiez - 0 | Macys ▼ -0.26 | Tillys ▲ +0.17 |
Ticker Sponsor
Readers Say
It pertains to my business
It pertains to my business

I’m an avid reader of Shop-Eat-Surf because it’s really the only online newsletter that I have found that is not only industry related, but also because it’s not so “guy-centric.” I find that a lot of the information I read on the site pertains to my business (as a swimwear designer) and keeps me up to date on what other companies and other women in the industry in general are doing which is not only inspiring but also helps me gauge the future direction of my business as well.

I feel privileged to read the Executive Edition because I know I am getting insider industry information before it hits the mainstream media channels. And it’s always good to know what my friends are up to in the industry.

- By Monica Wise, Founder, L*Space
I require all our executives to read it
I require all our executives to read it

There is no better publication that I am aware of that is so accurate and on top of any news and developments in our industry. I personally recommend it to many people that want to know and understand more about our industry. For the most part, shop-eat-surf.com gets the stories first. As a matter of fact, I require all the executives in our company to read it.

- By Hezy Shaked, President & CEO, Tilly's
Industry Insight

AGENDA: Last chance to register before July 8-9 show.
ISPO: Shanghai trade show runs July 2 - 4.

Details on Industry Insight.

Tiffany Montgomery
Print This Article

ThirtyTwo segments outerwear line after strong freshman debut

By Tiffany Montgomery
February 10, 2010 8:30 AM

ThirtyTwo launched an outerwear collection last year during a very tough economic climate and an extremely difficult year for the snowboard market.

Report from SIAThe good news is the brand completely sold out of inventory for both outerwear and boots last year without discounting, and retailers reported strong sell through, ThirtyTwo and Etnies Brand Director Mike Regan told me at SIA. Mike is in charge of sales, marketing and product for both brands.

This year, Mike believes the momentum could be even more positive due to several factors: retailers in general seem more optimistic, the number of appointments the brand had at SIA was up vs. last year, the prebooks from global reps were higher than expected, and the general tone of emails from retailers has improved, he said.

Cascade CollectionThe brand also got good feedback on the lines from the 80 retailers it brings into its Boot Camp to test and learn about the products. This year Boot Camps were held in Big Sky Resort in Montana and in Europe.

For the 2010/2011 season, ThirtyTwo has segmented its outerwear line two ways: The Exposure Series, which has bigger logos and a more relaxed fit; and the Cascade Collection, a more tailored, streetwear, thrift store vibe.

Mike said ThirtyTwo sees a real opportunity in the market with Cascade.

“It’s really something others aren’t doing and fits into Sole Tech’s skate vibe,” he said.

Mike said ThirtyTwo is more focused on taking design ideas from riders than from trend forecasts.

I must say, everyone brand tells me that, so I pressed him for more details.

“From my experience, I’ve never seen a company take such direct feedback from riders and implement it into the line,” he said.

He pointed to an outerwear piece in the Cascade Collection that is modeled after a vest worn by team rider Joe Sexton that Joe found at a thrift shop. It’s a blue vest, with a bright orange lining with a patch on the outside, “definitely not a trend vest,” Mike said.

Mike believes because ThirtyTwo listens to riders, its long history selling snowboard boots, and because of Sole Tech’s skateboarding roots, the brand has a point of difference from competitors in outerwear.

“We felt we had learned from boot sales what type of look kids wanted,” he said. “That was a big advantage.”

ThirtyTwo boothOn the boot front, ThirtyTwo is excited about its patent pending lacing system called Fast Track, which was introduced last year.

Mike said ThirtyTwo has made adjustments to it and perfected it and will really get behind it from a marketing standpoint.

(Right: A selling station in the ThirtyTwo booth at SIA.)

ThirtyTwo will still make boots using the Boa lacing system as well. In the winter 2010/2011 line, nine men’s boots have traditional laces, four have Fast Track and three use Boa.

ThirtyTwo also has made special collaboration boots for park crews at Mammoth, Bear Mountain and Brighton Resort. The arrangement allows ThirtyTwo to get more branding on the mountains and get feedback on the boots, Mike said.




Articles You Might Have Missed